Live Below the Line
Live Below the Line is a campaign created by Global Citizen which challenges people to use $1.75 per day, the extreme poverty line, for food purchases for five days, while raising funds for and awareness of the 1.2 billion people who live below the extreme poverty line every day. Live Below the Line gives participants a small, unique glimpse into the lives of those living in extreme poverty.
Odette acted as Campaign Manager for the Canadian Live Below the Line campaign in 2014 and 2015, raising a total of over $385,000 in support of organizations tackling extreme poverty.
The campaign involved selling licenses to other not for profit organizations to take part in the campaign. Odette managed all aspects of the sales pipeline, research, pitching, and closing deals with partners. Odette then managed relationships with each partner to ensure their success in the campaign.
Odette worked with an external PR firm and the internal Global Citizen design team to design creative assets that served as calls to action to donate or take part in the challenge.
Odette conducted dozens of interviews with the media on platforms including live radio, television, and print and online media.
Case Study: Partnering with the Micronutrient Initiative
During the 2015 Live Below the Line campaign Odette fostered a relationship with the Micronutrient Initiative (now called Nutrition International). The organization wanted to take part in the campaign, however fundraising is outside their stated mandate. Their primary interest was to engage with Canadians on the topic of micronutrient deficiency, a goal they had struggled to achieve.
Odette worked with the leadership team to develop a custom partnership that helped the Micronutrient Initiative achieve their goal of public outreach, within the context of the Live Below the Line campaign.
The nature of the Live Below the Line campaign allowed for conversations about the devastating impact of micronutrient deficiency in a way that fit seamlessly with the overall campaign communication strategy.
